New Online Fashion Mag Nowfashion Publishes Editorials in Real Time

PARIS--New fashion site Nowfashion takes the best qualities about the internet--speed, instant gratification, insider-y-ness--and applies it to fashion. They publish runway shows in real time and today, they're publishing their first ever live photo shoot (which is being followed via Twitter and Facebook by the Vogue Paris team, a colleague tells me). I found out about the website, when, (please don’t tell), I was desperately looking for images of a show I had missed, which I was supposed to cover--Nowfashion saved my (splendid) bottom--and I could file an hour after the show. After a little bit of research, I found out the team hiding behind it: the site is in fact the love child of New York Times photographer Valerio Mezzanotti (whose photos most often accompany Cathy Horyn’s stories), and fashion consultant Valerio Nappi, in collaboration with ID’s Sarah Hay (who also writes for Financial Times).
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PARIS--New fashion site Nowfashion takes the best qualities about the internet--speed, instant gratification, insider-y-ness--and applies it to fashion. They publish runway shows in real time and today, they're publishing their first ever live photo shoot (which is being followed via Twitter and Facebook by the Vogue Paris team, a colleague tells me). I found out about the website, when, (please don’t tell), I was desperately looking for images of a show I had missed, which I was supposed to cover--Nowfashion saved my (splendid) bottom--and I could file an hour after the show. After a little bit of research, I found out the team hiding behind it: the site is in fact the love child of New York Times photographer Valerio Mezzanotti (whose photos most often accompany Cathy Horyn’s stories), and fashion consultant Valerio Nappi, in collaboration with ID’s Sarah Hay (who also writes for Financial Times).
Photo: Valerio Mezzanotti, Nowfashion

Photo: Valerio Mezzanotti, Nowfashion

PARIS--New fashion site Nowfashion takes the best qualities about the internet--speed, instant gratification, insider-y-ness--and applies it to fashion. They publish runway shows in real time and today, they're publishing their first ever live photo shoot (which is being followed via Twitter and Facebook by the Vogue Paris team, a colleague tells me).

I found out about the website, when, (please don’t tell), I was desperately looking for images of a show I had missed, which I was supposed to cover--Nowfashion saved my (splendid) bottom--and I could file an hour after the show.

After a little bit of research, I found out the team hiding behind it: the site is in fact the love child of New York Times photographer Valerio Mezzanotti (whose photos most often accompany Cathy Horyn’s stories), and fashion consultant Valerio Nappi, in collaboration with ID’s Sarah Hay (who also writes for Financial Times).

After delivering live runway coverage for two seasons, Hay and Mezzanotti decided to hold online shoots. The first one took place today in a studio in Bastille, Paris; it was shot by Valerio, and styled by hip British stylist Natalie Yuksel.

Do you want to see editorials live as they happen? Or marvel at them frozen on the pages of glossy magazines?